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商业 - 传媒与文化

社交网络重塑新闻传媒业

Caitlin Keating 2011年11月10日

上周,数百名记者、广告主和技术专家聚集在纽约时报中心,参加Mashable媒体峰会。以下文字就是他们的心声。

    上周,在一个寒冷的早晨,数百名记者、广告主和技术专家聚集在纽约时报中心(The TimesCenter),参加新闻博客Mashable媒体峰会(The TimesCenter)。不出所料,当Mashable的创始人兼首席执行官皮特•凯什米尔上台致开幕词,众人纷纷掏出平板电脑、笔记本电脑,还有智能手机。

    当天,发言者探讨了新闻业、技术和社交媒体之间日益扩大的交叉部分。其中的关键时刻包括:

    《体育画报》(Sports Illustrated)的编辑特里•麦克多勒尔介绍了这本杂志的进化,同时屏幕上展示着该刊物iPad版的草样。“《体育画报》推出iPad版可谓万事俱备。”麦克多勒尔指出,他的团队过去一年出版5,000页。现在,该杂志的页数可以达到10万,有时20万一年。“我们的工作都与三年前不一样了。”

    彭博(Bloomberg)West节目的主播埃米丽•张与定位社交网站Foursquare的总经理埃文•科恩一道登台。科恩本人承认他到达会场时没有“签到”。为了帮助补救这样的失误,Foursquare很快就将推出签到提醒功能。用户只需点击一个标签,该服务就将存储相关信息,比如说用户有兴趣一试的餐厅的名字。下一次该用户到达该餐厅附近时,Foursquare会提醒他:你几个月前曾经想光顾这家餐厅来着。

    Mashable的编辑劳伦•尹德维克、购物网站Gilt Group的创始人亚历克斯•梅班克、L2研究员莫琳•马伦以及《时尚先生》杂志(Esquire)主编大卫•格兰杰讨论了内容和商务的新模式。格兰杰谈到了《时尚先生》与百货公司JC Penny新近成立的合资企业——一个名为Clad的男性时尚电子商务网站。与此同时,梅班克强调其社论内容正变得至关重要,并指出Gilt Group 8月份从《康得纳旅行者》(Conde Nast Traveler)杂志挖来了凯特•麦克斯韦加盟其旅游博客与交易网站Jettsetter。当格兰杰提到梅班克还聘请了Esquire.com(《时尚先生》网站)的乔希•佩斯克兹担任Gilt Groupe负责男性零售网站的设计总监时,她望着坐在自己另一侧的马伦,同时对着麦克风说道:“对不起,也许你应该坐在我们中间的。”

    Facebook的记者项目经理瓦迪姆•拉乌鲁斯克讨论了记者利用该网站的最佳途径。他重点介绍了用户向其他人开放个人主页订阅功能的利弊,创建粉丝页面的操作方法以及时间轴的目的,这项功能即将发布。“对于记者而言,个人简介和订阅将是最有用的功能。”

    《纽约时报》(New York Times)媒体记者布赖恩•斯特尔特在这漫长的一天即将结束时才发言,但他的观点令人印象深刻。“我们能从倾听中受益,但回应更会令我们受益良多。”他试图回复每一个在Twitter上联系他的人(他目前有88,398粉丝),因为他认为,如果与粉丝们建立联系,他们将购买《纽约时报》的可能性就越大。他告诉观众们要迎接对话,纸媒从业者不要再抗拒改变。“我向电脑中输入的越多,得到的回报就越多。”斯特尔特还奉劝听众中的记者同行们,不要进行自我审查,而应该推销自己脑中疯狂的故事构思,因为如果没有保留,就会拥有强大得多的力量。

    译者:项航

    On a chilly morning last week, hundreds of journalists, advertisers and technologists gathered at The TimesCenter in New York for the Mashable Media Summit. Not surprisingly, tablets, laptops and smartphones were sprawled across laps, as Mashable's Founder and CEO, Pete Cashmere took the stage to make the opening remarks.

    Over the course of the day, speakers explored the growing overlap between journalism, technology and social media. Some of the key moments included:

    • Terry McDonell, editor of Sports Illustrated talked about the evolution of his magazine, while a screen displayed original sketches for the publication's iPad edition. "Sports is so ripe for the iPad tablet," McDonell said, noting that his team used to publish 5,000 pages a year. Now, the magazine's page count can reach up to 100,000, sometimes 200,000 a year. "Non of us have the same job we had three years ago."

    • Bloomberg West's anchor, Emily Chang sat down with Foursquare general manager Evan Cohen. Cohen himself admitted that he hadn't checked in when he arrived to the conference. To help remedy such oversights, Foursquare will soon be launching a check in reminder. Users will be able to click a tab and the service will save the name of, say, a restaurant their interested in trying. And, the next time that user is near the restaurant, Four Square will remind them that you wanted to go there months ago.

    • Mashable editor Lauren Indvik, Gilt Group founder Alexis Maybank, L2 researcher Maureen Mullen and Esquire's editor in chief David Granger discussed the new model of content and commerce. Granger talked up a new venture between Esquire and JC Penny, called Clad, an e-commerce fashion site for men. Maybank, meanwhile, stressed how important their editorial content is becoming, noting the company's hiring of Kate Maxwell from Conde Nast Traveler as Gilt Groupe's travel blog and deals site Jettsetter in August. When Granger mentioned that Maybank hired Josh Peskowitz from Esquire.com, as Gilt Groupe's style director for the men's retail site, she spoke into the microphone and said, "Sorry. Maybe you should have sat between us," looking to her other side at Mullen.

    • Vadim Lavrusik, Facebook's journalist program manager, discussed the best ways for journalists to take advantage of the site. He highlighted the benefits and disadvantages of enabling people to subscribe to your page, creating a fan page, and the purpose of the timeline, a feature which will be released shortly. "Profiles and subscribe are going to be the most useful for journalists that are posting as themselves," said Lavrusik.

    • New York Times Media reporter Brian Stelter, spoke towards the end of the long day, but made points that stuck with the audience. "We benefit when we listen, but we benefit even more when we respond." He tries to tweet back to every single person who writes him on twitter (he currently has 88,398 thousand followers,) because he thinks if he connects with his fans they will be more likely to pay for The New York Times. He told the audience to embrace conversation, and that print guys are no longer adverse to change. "The more I put into the machine, the more I get back," Stelter said. He also told the journalists in the audience not to self-censor themselves, and that you should pitch that crazy story idea you have because you have a lot more power if you don't hold back.

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